The first events to go on sale via DICE will be the promoter’s flagship FLY Open Air festivals. The May edition hosts 8,000 people per day at Scotland’s Hopetoun House, while the September show has a daily capacity of 4,000 at Edinburgh Castle.
DICE will also ticket Otherlands Festival (7,000), which launched last year in Perthshire, along with Watchtower’s club events and tours.
This partnership comes at a time of rapid growth for both DICE and Watchtower. Last year was the biggest in DICE’s history, with more than 55,000 artists and 10,000 venues and promoters using the platform. It was also Watchtower Group’s biggest year to date, which also saw the opening of the company’s Glasgow office.
Founded as FLY in 2013 as a small club show, Watchtower has since sold more than 100,000 tickets annually across its portfolio including events in Edinburgh, Glasgow, Ibiza and Barcelona.
Watchtower will join DICE’s portfolio of independent promoters, venues and festivals, including Primavera Sound, DC10, Sonar, Avant Gardner and Night Tales.
DICE global head of music Andrew Foggin said, “We’ve been following and admiring what Tom and his team have been building for years. They have a fantastic reputation with both the industry and fans. The atmosphere at their parties is unmatched. Partnering with events like FLY Open Air is the perfect way to build DICE’s presence across Scotland and get fans out more.”
Watchtower Group founder Tom Ketley said, “We’ve admired DICE’s mobile-first technology for some time after using it as a fan. Their waitlist function and ability to notify customers with ease are what initially drew us in and the way in which their social features connect fans together will really help our fanbase engage more with our brands. I’m excited for what the future holds for this partnership.’’